The core of any business strategy is not merely its financial integrity but also customer relationships; after all, no customer means no business. Hence, the focal point of the all-pervasive B2B account-based strategy is none other than people. Nevertheless, creating and managing relationships with customers is a complex venture and involves a lot of elbow grease.


On the most granular level, customer relationships are founded on a scrupulous understanding of the customer experience. The customer experience, in turn, hinges on a customer’s perception of your company, brand, and product, based on their own experience as well as the experiences of others.

To create this perception, companies must continuously interact, research, and learn what customers really want, and deliver the same. The first step towards this goal could be to devise customer touchpoints.


Craft Customer TouchPoints

Initiate the process by creating customer touchpoints. These may be in the form of online ads, networking events, or focused content to pique customer curiosity, leading to probable interaction.

This interaction then facilitates the extraction and compilation of relevant customer data. Smartphones may be quite handy in initially storing this data, but all this information may come from different sources. And amassing and organizing customer data from diverse sources is not a painless task.


Deal With the Switchback

What do you think of the life-straining phone conversations, bulk emails, in-person interactions, incessant business cards stacking, and priority listings — and finally, organizing them all to make some real sense?

The list appears exhausting, but the exercise is a necessity for the business world, and you might find yourselves looking for a contact management solution that can organize these fragmented threads of contact information and filter out the redundancies for a clutter-free holistic view.

This proposes the need for a robust contact management app.


Use a Contact Management App

Contact management apps exist for a reason. They can help you to manage your smartphone data easily and smartly, and CircleBack fits the profile.

Equipped with everything you need to stay organized, CircleBack’s app makes it easy to keep connections alive, useful, clean and centralized. Its email signature capture API captures and creates accounts from the email signatures buried in your inbox, and its business card scan API instantly adds contacts to your address book using a powerful OCR business card scanner. Moreover, the app is available for both Android and iOS versions. CircleBack’s contact management app is thus a complete contact manager that can help you organize your data well.

Therefore, it becomes easy for sales and marketing teams to collate contact data from various sources — networking events, phone calls, emails — directly to their mobiles using a simple app. Now, this data needs to be moved to your CRM system to be truly useful.


Move Data to a Bigger Repository

Your team may simply export their clean and valuable data to your CRM system, which might also have some externally-bought dataset records. Segregate the high-resolution data from the system to identify real prospects for your account-based marketing strategy.

Understand their likes and dislikes and the best way to approach them. Now, cut to the chase and gear up for some real action. Involve different departments to create a robust strategy, and go full-swing to engage with your prospects!


Go Cahoots and Act

Simply take an account-based everything (ABX) approach, and bring together your marketing, sales, and other departments to come up with a solid strategy.

Present powerful customized content to your identified prospects. Offer free trials or make the customers agree to a call with a sales rep, and hover around customer pain-points. Let customers experience the product, from which they will create their perceptions.

And as they say, a happy customer can lead to many more, so be open to customer reviews and improve continuously while persistently investing in customer relationships. It takes a little time, but once you see ROI pouring in, it’s a matter of delivering a quality product and good customer service consistently. Also, keep improving!!